SBS held a breakfast session for the TOP 100 Mid-Sized companies on Thursday 6th June 2013 led by Dr. Anderson Uvie-Emegbo, an international faculty from Lagos Business School, dubbed, Retooling your Customer Model. Dr. Anderson stated that it is important to manage the customers interactions with the organisation at all levels, and at all touch points so that a customer has a positive impression of the organisation, is satisfied with the experience and will consequently remain loyal to the organisation.
He advised the attendees who were largely owner managers to define their vision of what the customer experience should be and what the customer should perceive and say about their service as a way of developing customer intimacy.
You should track and describe all the experiences that customers have as they encounter a service or set of services, taking into account not only what happens to them, but also their responses to their experiences at every step, he said. He further encouraged the attendees to create an improvement road-map as well as engage, empower and motivate their employees since happy and effective employees lead to happy and loyal customers. This he advised was a key to building a successful business.
Organisations should map out the customer experience by knowing what the customer wants to do and determining the process. He concluded by advising the owner managers to take personal responsibility to own the customers’ experiences and follow up to ensure that that experience matches expectations.
About Dr. Anderson
Dr. Anderson is a leading Pan-African focused digital media practitioner, e-business consultant and teacher with over ten years hands-on experience in developing and delivering next level Business to Business and Business to Consumer digital initiatives for leading brands across Africa. He is an Adjunct Faculty, Digital Media at the School of Media & Communication of the Pan-African University, Lagos, Nigeria.
He was the pioneer Group Web Strategist and Head, Web Management & E-Media for the United Bank for Africa (UBA) Group. He led the UBA Group to becoming the first corporate brand in Nigeria and indeed one of the first in Sub-Saharan Africa that started using social media.